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When used correctly, Facebook advertising can be an incredibly effective tool to boost sales. But before you can expect people to whip out their credit cards and buy out your inventory, you need to establish brand affinity. In this post, we'll go over just a few of the best ways you can maintain your current following and attract new customers.

Related: 5 ways to grow your email marketing list with Facebook

1. Create captivating, on-brand creative

One of the most important tasks of a successful Facebook advertising campaign is to create ads that will catch the eye of target consumers—which can be difficult to achieve since there's so much competition on the platform. Using alluring images and bright colors in your ads is a good start, but be careful. If you have 20 advertisements that all use different styles and colors, it's unlikely that new customers will gain any familiarity with your brand. Instead, stick with brand colors whenever possible and always include your logo in the ad. You should also use the same principal font that's on your site, and never use more than two fonts in one ad.

How to build a brand on Facebook

2. Use targeting filters and "Lookalike audiences" to find new fans

While remarketing campaigns are like shooting a fish in a barrel, finding new consumers who will have a genuine interest in your brand is a far more challenging task. Luckily, Facebook has a variety of unique targeting features that can help you refine your audience. Consider the demographics, behaviors and interests of your ideal customer and use that information to narrow your selection. For example, if you own a bridal shop and want to increase your wedding dress sales, you could target people who recently became engaged.

Facebook also has a unique feature called Lookalike audiences. With this tool, you can import a list of existing customers, and the platform's algorithm will automatically identify new consumers who are likely to have an interest in your products or services. This can be an incredibly valuable tool for new brands looking to grow their fan base.

How to build a brand on Facebook

3. Establish a brand voice—and stick with it

To build strong brand affinity on Facebook, use ad copy that aligns with your unique brand voice. For example, if you own a mortgage firm and your brand voice is authoritative and professorial, then you don't want to run ads that are filled with over-the-top puns and jokes. It's also important to be consistent with your terminology. If your e-commerce company refers to buy-one-get-one-free sales as "BOGO," this should be a consistent term in all your ads. If you have more than one person writing copy for your Facebook ads, create a style guide with tips and rules to follow.

When crafting your brand-consistent copy, be sure to write in a way that appeals to your target audience. Alongside the ad's image or video, copy and headlines are important deciding factors in whether the consumer clicks your ad.

How to build a brand on Facebook

4. Advertise free content, too

Instead of focusing exclusively on advertisements that sell your products and services, promote free content that will spark an interest in your brand and help consumers see you as an industry authority. This is particularly wise when you're marketing to new leads who've never heard of your company before. You want to offer some informative content that will warm up your leads—such as a free guide, video, blog post or infographic. Once the consumer has clicked through to your site, you can move them further down your marketing funnel by entering them into retargeting ads for other content offers or products.

How to build a brand on Facebook

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Author Bio

Andy Beohar is the Chief Inbound Marketing Strategist at SevenAtoms Inc, a San Francisco inbound marketing and AdWords management agency. At SevenAtoms, he manages and develops inbound marketing and Google AdWords strategies for companies with the goal to substantially increase their online visibility, grow their brand and bring in more leads and conversions.